3 Parts to a Killer Elevator Pitch

Picture of <strong>Kurt</strong> Banwart
Kurt Banwart

Most people struggle to answer the question, “What do you do?”.

What do you say when someone asks what you do for a living? If you’re like most people, you say that your grandfather started the company 75 years ago, or worse, you say “Well, it’s complicated.” This immediately tells the person you’re talking to that they’re going to have to think really hard and it’s probably not going to be worth their time to keep listening to you.

If you don’t answer the question, “What do you do?” in a simple way, people will forget about what you said the second you stop talking. Why? Because you haven’t told them about the problem you solve or how you make their life better.

Imagine having a single phrase that instantly intrigues the person you’re talking to. We call this a one-liner. A one-liner is a single statement you can use to help people realize why they need your product or service.

A one-liner allows you to succinctly talk about your business in a way that intrigues people rather than bores them. This sentence could be the single most powerful tool you use to grow your business.

Here’s an example:

With 110 people moving to Nashville every day, people are wasting more and more time sitting in traffic. With a Circuit E-Bike fitted just for you, you’ll get to work faster and add hours back to your day.

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1. Problem

What is the pain point you solve for your customers?

  • Be specific
  • Make sure it’s a pain point
  • Make it short

Examples:

  1. Pet owners are concerned about what their pets are really eating…
  2. Most people can’t get their heads around their financial future…
  3. Nobody likes to haggle with a car salesman…
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2. Product

What product or service do you offer that solves the problem?

  • Make it feel like a new idea
  • Make it understandable
  • Make it brief

Examples:

  1. Pet owners are concerned about what their pets are really eating so we source our food from trusted, local vendors…
  2. Most people can’t get their heads around their financial future so we created a financial map that puts all your info on a weekly dashboard…
  3. Nobody likes to haggle with a car salesman so we removed the salesman entirely. You can choose and test drive a car hassle free…
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3. Result

What positive result will your customers experience if they buy your product or service?

  • Make it the ‘controlling idea’ of your business
  • Make it something they want
  • Make it brief

Examples:

  1. Pet owners are concerned about what their pets are really eating so we source our food from trusted, local vendors which ensures your pet stays happy and healthy.
  2. Most people can’t get their heads around their financial future so we created a financial map that puts all your info on a weekly dashboard giving you peace of mind about your finances.
  3. Nobody likes to haggle with a car salesman so we removed the salesman entirely. You can choose and test drive a car hassle free so you have a peaceful experience getting the car you want.

When you implement your one-liner, your business will transform. Here are a few ways you can incorporate this new tool into your business.

  • Memorize it
  • Have your entire team memorize it
  • Add it to your email signature
  • Paint it on your wall
  • Make it the first sentence on the ‘About Us’ section of your website
  • Put it on your business card

If you struggle to talk about what you do, we can help. Schedule a call today.

About the author

Picture of Kurt Banwart

Kurt Banwart

Small business owners often feel frustrated because they waste a ton of money on marketing that doesn’t work.

As a StoryBrand Certified Guide, Kurt Banwart helps companies clarify their message and build websites that work so they get a shocking return on their marketing investment.

He's the founder of Optim Strategies, a website design agency located near Des Moines, Iowa, and has been serving clients throughout the United States since 2016.

Start your project

About the author

Picture of Kurt Banwart

Kurt Banwart

Small business owners often feel frustrated because they waste a ton of money on marketing that doesn’t work.

As a StoryBrand Certified Guide, Kurt Banwart helps companies clarify their message and build websites that work so they get a shocking return on their marketing investment.

He's the founder of Optim Strategies, a website design agency located near Des Moines, Iowa, and has been serving clients throughout the United States since 2016.

Start your project

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